How to Write Better Direct Mail Sales Letters

The direct mail sales package remains a popular form of advertising communication for businesses and marketers, but too often the consumer's needs are forgotten in the rush for a "perfect pitch". The truth is, no matter how good the pitch sounds on paper, it's only "perfect" when it prompts the customer to act.

When planning your direct mail campaign, some market research beforehand is mandatory. Consider everything about your audience: their age, gender, employment and marital status, hobbies, income - anything you can learn about their spending habits and what's important to them is an advantage you can use. This market research will also help you focus the letter towards your target demographic rather than blindly sending out to a mass mailing list, saving you time and money in the long run.

Writing your sales letter with your target audience in mind increases the chances of a positive response. These odds further improve when you choose to stick to the point, emphasizing the benefits to the reader in addition to the features. What would make a consumer more likely to buy your new high-tech toothbrush, the fact you spent three million dollars investing in a new synthetic bristle (feature), or the fact those bristles mean the consumer's teeth are guaranteed to be 30% whiter than if they used your competition's toothbrush (benefit)?

Try keeping your letter brief and to the point, ending it with a sense of urgency that prompts the reader to act right away. (Phrases like "You must act now" or "Respond within 30 days for a free sample" may sound trite and cliché, but they've been proven to motivate consumers to respond positively to your mailing more than an open-ended letter with no time-sensitive offer.) With an ever-decreasing attention span these days, the shorter your sales pitch is while still getting the point across, the more likely it is to be read - and not thrown in the trash. If you need to provide a lot of information, consider including a brochure with your direct mail package. It still gives the reader the information they need, while keeping your letter neat and concise.

Keep in mind how the copy in your letter will "sound" in the reader's mind. A conversational tone that's respectful of the reader is usually preferable to the "hard sell" approach; consumers don't appreciate feeling like they're being bullied or pushed into buying something, but they enjoy a pitch that proves you respect them and have done your homework (thanks to your market research) concerning their lifestyle. Technology now even allows you to personalize your sales letter with the consumer's name. At the same time, avoid sounding overly friendly if you don't know the reader personally. Consumers are wary of sales pitches that pretend you're best buddies with them when they don't even know who you are.

Your final stop is to edit your direct mail letter (or package, if including a brochure or reply card). Don't just look for typos, make sure the tone is pleasant and the wording free of confusion. You may also benefit from having another pair of unbiased eyes scan the letter to make sure it conveys the message you want it to. Another method is to send the letter out to a small portion of your mailing list to judge the response; this will tell you if the copy is successful or needs a bit of tweaking. Once your sales letter passes this last test, you'll find yourself with an example of quality direct mail that has a greater chance for a high response rate.